Exploring global trends and future directions in advertising research: A focus on consumer behavior

This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009–2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.